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Sign Buyers Guide |
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As a business owner, you know your sign is important. But do you know how important?
A sign is the most visible form of advertising for a business. In order to compete
in today’s competitive marketplace, you must think of your sign as a sophisticated,
powerful marketing tool. Your sign should work for you 24 hours a day, 7 days a
week, 365 days a year, creating the first impression of your business, telling people
who you are, where you are and what you offer. In addition, it is important for
businesses to know their rights where signs are concerned.
Your sign is your voice on the street. It communicates with passing pedestrians
and motorists. It convinces them to come through your doors and do business with
you.
Did you know?
Signage is the least expensive but most effective form of advertising.
Signage can be responsible for half of your customers - that’s right,
50 percent! Signage is so important that without it you may not get a loan for your
business.
Signage is an investment that will pay a return many times over.
A well-designed, well-placed sign can generate huge profits, especially when part
of an overall marketing strategy.
Signage can no longer be an afterthought. Businesses can no longer afford to just
"hang up a shingle" or throw up some plywood with painted letters. In order to compete
in today's competitive marketplace, you must think of your sign as a sophisticated,
powerful marketing tool. It should work for you 24 hours a day, 7 days a week, 365
days a year, creating the first impression of your business, telling people who
you are, where you are and what you offer.
Signs as Advertising
A few years ago, a sign manufacturer performed a study of its clients to find out
whether their signs were bringing in customers. The businesses surveyed were a year
or less old and the surveys were conducted within 30 to 45 days after the installation
of a new sign. Thousands of shoppers were asked, "How did you learn about us?" The
results, shown in Table 1, clearly demonstrate that the signs attracted half of
the start-up businesses’ new customers – more than any other form of advertising
the businesses used and even more than their word-of-mouth referrals.
Table-1
|
How did you learn about us? |
On-Premise Sign |
Word of Mouth |
Newspaper |
Yellow Pages |
TV |
Radio |
|
Number of Customer Responses |
1,234 |
820 |
212 |
39 |
32
|
38 |
|
Percentage by Category |
50% |
33% |
9%
|
6% |
1% |
1% |
Naturally, as your business becomes more established, more of your sales will come
from repeat customers and fewer will be directly due to your sign. But that does
not mean the sign has become unimportant. On the contrary, you must constantly remind
your regular customers that you are there. Even more importantly, studies show that
on any given day, as many as 35% of the people passing your business have never
seen it before and could become first-time customers because of your sign.
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